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Published by:
IBS Center for Management Research (2004)
18 pages
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The case discusses the evolution of the US-based Adobe Systems Incorporated (Adobe) into the world''s largest software solutions provider for the publishing industry. While covering the company''s history in detail, the case explains how it revolutionised the desktop publishing industry through its innovative offerings [especially Adobe Acrobat and the Portable Document File (PDF) format]. It discusses various other products launched over the years, that changed the dynamics of the web publishing business. The case also provides details about the various business segments Adobe operated in, and the strategies it adopted to emerge as a leader in these segments. The case ends with information about the company''s business growth strategies for 2004 and beyond, and comments on its future growth prospects. The case is designed to help students to: (1) study the circumstances under which Adobe was founded, its evolution over the years and the changes taking place in the on-line publishing industry; (2) understand the various strategies a company can adopt to popularise its products/services in a way that they become standards in their respective industries; (3) study the different strategies adopted by Adobe to grow and attain leadership position in the business segments it is operating in; and (4) understand the importance of constant product enhancements and new product innovations for a software company to meet constantly evolving customer needs. The case is aimed at MBA/PGDBA students, and is intended to be part of the knowledge, information and communication systems management curriculum.


Adobe; Desktop publishing industry; Adobe Acrobat; Acrobat Reader; Portable document format (PDF); Adobe Photoshop; Adobe Illustrator; Adobe InDesign; Electronic documents; Web publishing industry; Network publishing; Cross platform products; Cross media publishing
Other setting(s):
1982 to early 2004

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